ecrm: 1 to 1 marketing jason c.h. chen professor of mis school of business administration gonzaga...
TRANSCRIPT
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eCRM:1 to 1 Marketing
Jason C.H. ChenProfessor of MIS
School of Business AdministrationGonzaga University, Washington,
U.S.A.Senior Consultant, Taskco.com
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Presentation topics
Why are companies moving to CRM ?What’s in it for you?1 to 1principles and best practicesOther challengesWhere do you go from here?
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eBusiness Key Concepts eBusiness
The strategy of how to automate old business models with the aid of technology to maximize customer value
eCommerce The process of buying and selling over
digital media eCRM (eCustomer Relationship
Management) The process of building, sustaining, and
improving eBusiness relationships with existing and potential customers through digital media
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eBusiness Processes
WHY Customer Relationship
Redesign Business Processes (Outside-In)
Applying Technology
WHAT
HOW
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CRM has become the #1 priority for CEOs …
1. Relationship with Customers 2. Cost Competitiveness 3. Effective Use of Information Technology 4. Managing Change 5. Shareholder Value 6. Revenue Growth 7. Industry Restructuring 8. Globalization 9. Value-Added Supplier Relaationships Source:A.T. Keamey,1994 Executive issues Survey; A.T. Keamey,1997 CEO Global Business Study
Customer Relationships Have Become the top priority for CEOs
Worldwide
Figure 1:Top Executive Priorities Ranked By Percent Citing Issue As “Critically Important”
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CRM has become the #1 priority for CEOs …
Senior Executives Expect Current Customers to Drive Future Revenue Growth
New Products 22%
Deeper Penetration 46%
Acquisitions 6%Alliances
7%
New Customers19%
Source:The Alexander Group,Incorporated,1996
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Why the shift in focus to CRM?
Most companies have already attained operating efficiencies and optimum productivity through past efforts of : Downsizing Strategically outsourcing non-value added actives Business Process Reengineering Implementation of FRP System
Products in many industries have become commoditized forcing companies to sacrifice margins for sales volume
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Presentation topics
Why are companies moving to CRM ?What’s in it for you?1 to 1 principles and best practicesOther challengesWhere do you go from here?
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And oh, check these numbers…
Cutting customer defections by just 5% has the effect of boosting profit between 25% and 85%.*Today ,the average business is losing between 15-35% of its customers annually**69% of these defections are due to a poor sales or service interaction with the customer**
*Harvard Business Review**Forum Corporation
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Investment in CRM capabilities can provide significant financial benefits
42%
35%
25%
2%
20%
0%
10%
20%
30%
40%
50%
Source:Insight Technology Group,1998
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Other reasons why you need 1 to 1
Increase customer loyaltyGet more business per customer Become less dependent on priceIncrease customer satisfactionSave timeSpeed up your sales cycle
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Our Objectives 1. Get customers 2. Keep customers 3. Grow customers
The only difference is how firms do this
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Share of market vs. share of customer
Customer Needs Satisfied
Customers Reached
Mass Marketing
Share of Market
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Share of market vs. share of customer
Customer Needs Satisfied
Customers Reached
Mass Marketing
Share of Customer1
to
1
Share of Market
The longer the bar,The higher unitMargins will be
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In four words … Treat different customers
differently
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A lasting competitive
advantage The only true competitive
advantage comes from the understanding you have of your customer that your competitors don’t.
This information has to come from the customer.The more effort customer invests,the grater
their stake in making relationship work.Going to a competitor = Reinventing the relationship
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Presentation topics
Why are companies moving to CRM ?What’s in it for you?1to1 principles and best practicesOther challengesWhere do you go from here?
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Summary of 1to1 strategies
Identify Differentiate Interact Customize
Customer:-Identities-Contact info-Transactions-Interactions-Give the right people access when they need it
One view of the customer:Integrated customer data
Value:-Actual(current profits)-Strategic(potential value)
Needs:-Individual-Segment
All customers arenot created equal
Learn more:-Needs-Value-Preferences-Behaviors
Never make a customer tell us the same thing twice
Customer Need Set:-Product-Service-Delivery-Bundles
Use yourknowledge aboutcustomers to customize
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Identify–What information do you need?
Source:Insight Technology Group,1998
Goal: obtain more and better information about a
greater number of your customers… and use it to
build relationships
Name, rank, serial number, phone, fax, email
History,transactions
Customer needs - Business objectives - Complaints - Choice of communication channel - Habits and preferences
Revenues, profitability, LTV - Potential value - Lifecycle stage
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Where is the customer data?
Where is it? Who has access?Who manages it ? Who owns it?
Sales Marketing Operations
Internet
Customer Service
Collections
Department
OtherProviders
CallCenter
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How do you manage it ?Make sure individuals are recognized at all contact pointsLink customer interactions over time, across all divisionsGive the right people access to this info at the right timesFigure out who “the customer” is when the “customer” is an enterprise
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+ Recognize Company/Family
Linkages (BEST OF BREED) Works.com is an online office supply
retailer that offers customers a master agreement that covers all employees
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Charles Schwab creates links
Broker access to complete customer account(s) including business and personal links Broker sees account the way the
customer sees the account Picks up where last action/interaction
left off Integration across all channels
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“One Customer” view is key
Integrate customer information across the value chain
Customer A
Customer A
Customer A
Customer A
Customer A
MarketingCall
CenterThe Web
Sales Force
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Differentiate
Customers have different values to the enterprise
Actual value Strategic value=share of customer,not market
Customers have different needs from the enterprise
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Tiering by actual valueFirst: Determine
Actual Customer LTV
FirstTier
SecondTier
ThirdTier
FourthTier
FifthTier
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Tiering by strategic valueUse dialogue to determine
Customer’s potential
FirstTier
SecondTier
ThirdTier
FourthTier
FifthTier
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Naming the tiersKeep These Customers
Grow These Customers
Actual Strategic Servicing Costs
MVCs MGCs Migrators Migrators BZs
Fire Them?
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Call Center Example Inbound queries through a call center MVC
Routes to Designated Call Center Agent directly after VRU identifies MVC and their need
MGC Routes to general ‘split’ agent after VRU
Migrator or BZ VRU prompts to go to web site for info access
Request for service
Request for service
Request for service
Caller A
Caller B
Caller C
8%APR
11%APR
18%APR
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Basis of customer differentiation
Differentiate them by their NEEDSWhat the customer needs, not what you want to sellSome needs are apparent through transactional records
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How to think about NEEDSInitial learning about productMarking initial contactDecision in what to buy–style, design, informationDecision in how to configurePreferences – color, size, shapes, added servicesPricing, billing, financingPick-up, deliveryUsage – purpose, frequency, nature, patternsErrors, complaintsNext purchase
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Interact – Interaction strategy
Goal:Generate more customer feedback less expensively … and use it as a competitive advantage- From expensive sales people to call center … to the even less
expensive Web site- Identify all contact points “We identified all guest contact points, and the employees
most likely to be involved. It was eye-opening. No one
realized how many opportunities we were missing.” Patrick Kennedy, GuestNet
CEO- Generate feedback, not just messages- Engage your customers in an ongoing dialogue that enables
you to learn more and more about their particular needs,
priorities, and interests …
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Rules of interaction
1. Conversation is a consensual act2. Neither party in control3. Feedback results in behavior
changes by everyone in your organization
4. Each interaction picks up where last left off – across al channels
5. Don’t ask too much: use “drip irrigation”
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Benefits of InteractionUncovers Needs (so you can sell more) (Dis)Satisfaction Risk of defection ComplaintsMakes you smarter about the customer each timeHelps build barriers to exit
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Touch point integration
Integration of all customer contact points is becoming increasingly important as customer information migrates to the Web
… Beyond the Phone
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Interaction Using Call Centers
Measuring the efficiency of call centers: Hold times and call abandonment ratesMeasuring their effectiveness: Ratio of complaints handled on first call Percentage of inquiries generating
leads Share-of-customer data gathered
What are the implications when you off load support the web? How does the call center change Review the metrics list – which metrics are
efficient vs. effective?Which ones support Learning Relationships?
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Capital One – The customer call
• Pick from 50 optionson whom to notify
• Also analyze relateddata on millions of
Capital One customers
• Analyze data on 7M households
• Remember and pass along 25 pieces of info related to this
particular customer• Predict what this individual may want
• Prepare service rep to make customized product offer at end of call
Customize Identify
Interact Differentiate
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Customer Interaction Worksheet(premier On-line Invetment Firm)
Tier IVR&Routing Contact Resolution
Diamond
(1-2%)
Wait Time: NoneTrade Wait Time: NoneCSA: Best(H:H) and dedicated team
Call Time: UnlimitedLoyalty Offer: YesCO-Browse Education: X-sell,poss ABC value a service,e.g.,Advice
Response type: Customers desired channelE-mail Response Time: ImmediateResolution Cost: open-ended
Sapphire
(ca 5%)
Wait Time: <10secsTrade Wait Time: Virtual NoneCSA: Best Availablehigh skill(H:M;M:M)
Call Time: Not limitedLoyalty Offer: SituationalEducation: Advanced Site features product upsell
Response type: Customers desired channelE-mail Response Time: 4 hoursResolution Cost: <$150 with no escalation
Pearl
Wait Time: <30secsTrade Wait Time: Almost NoneCSA: Average(M:M;M:M)
Call Time: <4minutesLoyalty Offer: Situational Education: New product/Services or self sufficiencyTrade: More $ for broker assisted
Response type: e-mail or webE-mail Response Time: 12 hoursResolution Cost: <$30 with no escalation(Behavioral incentives)
CubicZirconiu
m
Wait Time: <2-3minTrade Wait Time: Very LowCSA: New Hire, Temp(L:L )
Call Time: <3 minutesLoyalty Offer: NoEducation: Self-sufficiencyOther: Pay for serviceTrade more $ for broker assisted
Response type: e-mail or webE-mail Response Time: 18 hoursResolution Cost: Avoid monetary resolution
UP or OUT
GROW
RETAIN
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Customize
Reward customers for collaborating with you by tailoring whatever you possibly can for them: service, fees, billing, delivery, terms, product…- Low cost- High efficiency- Based on individual customer preferences
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How mass customization works
Production and service delivery processes are modularizedComponent elements or services are mass producedConfiguration is digitally controlledFiner granularity of modules leads to larger number of possible “fits”
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Mass customization of a credit card offering
Golf Nature NASCAR ArtSportsTeam
School
None $10 $15 $25 $35 $50
8% 10% 12% 14% 16% 18%
WeeklyBi-
WeeklyMonthly
Bi-Monthly
Org. byDate
Org. byCategory
TravelClub
DiningClub
CardReg.
CreditIns.
AccidentInd.
Purchase Protectior
Design:
AnnualFee:
APR:
Billing:
AncillaryServices:
Standardized modules are combined into …
…custom configurations (7776 unique options)
The more modules,the greater your ability to customize.
NASCARNo
Annual Fee
12% APRBilling Org.By Category
PurchaseProtection
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Home office: mobile independent packageWireless 150 hoursLocal 30 hours freeLD 30 hours $.07
Internet $12/monthData(DSL)$59/month
Sample PackageBase
Product(full bundle)
50WirelessMinutes
Follow MeMessaging
E-Payment
Yellow PageWeb Site
ProfessionalSvs 2 hr
50WirelessMinutes
50LD
minutes
800Number
50Local
Minutes
StandardMessaging
UnifiedMessaging
Follow meMessaging
ProfessionalService2 hours
ProfessionalService4 hours
ProfessionalService
continuous
Yellow PageBasic
Yellow PageAdvanced
Yellow PageWeb Site
StandardPayment
E-PaymentCustomBilling
Product/Service Features• Communications bundle(wireless,LD,Local,Internet Access, High Speed Data)• Mobility package(Messaging,Professional Services,Yellow Pages)• Integration across all modes of communication Value proposition• A fully integrated,easy to use and manage package• Communications and related services that support your need to be mobile and accessiblePricing• Full-bundle discount(mobile magnet)• Add on’s for specific needs• Single billChannel• Web access with easy connection to toll-free specialized reps• Single point of contact
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Mass customization musts1. Demonstration that you know the
customer (pre-filled out forms)2. Remembering transactions, history3. Remembering specific preferences4. Using knowledge to deliver individual
satisfaction5. Marking it EASY to be a customer6. Anticipating needs7. Delivering
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Presentation topics
Why are companies moving to CRM?What’s n it for you?1to1 Principles and best practicesOther challengesWhere do you go from here?
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InfrastructureChange hurts …1. Start small2. Expand gradually, culture
changes take time3. Don’t forget about training4. Hold people accountable for the
right things5. Measure and reward the right
things!
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SalesIdentify and track the right infor - Sales forces automation
Differentiate Spend the right time and effort on MVCs,
MGCs, and BZs
Interact Drip irrigation, never asking the same thing
Customize Change behavior based on feedback
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Call center
Move from cost center to profit centerSell more to customers (Increase SOC)Support for complicate productsAncillary services (Increase loyalty)Pre-qualify leadsLow-cost market researchImprove Complaint discovery and tracking Practice IDIC
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1to1 web site
Requirements:- Identify and remember visitors- Differentiate visitors on each visit- Does this fast!- Tracks and interprets clickstreams- Remembers all this!- Customizes based on individual preferences
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Top 5 Reasons CRM Efforts Failfrom the Home office in silicon valley
5. There isn’t a wealth of experience in this area. No one has got it down to a science.
4. The inability to really effectively implement strategy – even if you have the right strategy, process, and rules coding.
3. The company thinks they understand strategy and process well, but really don’t.
2. No strategy, tactics, business rules or processes in place.
1. The company has processes buy they are bad processes ( like any automation, CRM tools make good things better and bad things worse faster).
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Presentation topics
Why are companies moving to CRM?What’s in it for you?1to1 principles and best practicesOther challengesWhere do you go from here?
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How you can make an impact1. Get senior management buy-in2. Encourage them to establish your multi-disciplinary
team3. Develop short and long term plans4. Help them start Small, “Light Campfires”5. Bring in Strategy/Change Management/Training
coaches6. Help ”decode” IT and marketing Needs and Languages7. Evaluate and prioritize projects. Look for a couple of
“Quick Wins”8. Document success, share across the company9. Start scaling the solution, Test, pilot, Test!10. Improve on plans and keep going!
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Cost-effective 1to1
Below zeros
Most Growable Members
Most Valuable Members
Number of members
MemberValue
• Differentiate by value• Roll out 1 to 1 initiatives based on member value
1 to 1
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What should you do real soon?1. Work on your database!2. Ask one question at each interaction3. Develop a strategy for your BZs4. Figure out who you really want to do business with 5. Find out why some customers who are buying less this
year6. Make those touch point improvements!7. Check out your VRU again8. Improve complaint handling9. Customize what you can, economically10. Ask your best customers what you can do
differently/better for them (DO IT)
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What more help? www.1to1.com
Free weekly email newsletterDiscussion groups on different aspects of relationship marketingBest-practices databaseDownload tools, spreadsheets, from Enterprise One to One, The One to One [email protected]